Unilever plans to use mobile as its primary marketing channel within 10 years, in a strategy that includes covering mobile data charges for those interacting with its brands.
Currently, the fast moving consumer goods giant is paying for the mobile data charges incurred by people who download and use the mobile app for its Lynx Stream deodorant brand campaign.
“The app has already launched and the feedback so far has been really good,” Dean said in the article. “The retention and use of those who have downloaded the app has been really high. One thing that’s important to our audience is their phones. Lynx’s audience spends more time on their phones than any other media, plus they go out a lot.”
“Mobile is the most-used channel in growth markets,” he said, adding that Unilever will place mobile advertising, couponing and commerce at the core of its strategy in these markets over the next 10 years.
This is a very smart strategy for Unilever all-around. Developing your mobile, tablet, etc. strategies now means you’ll really be ahead of the curve as people change their browsing and shopping habits and behaviors.